Snapchat has partnered LiveRamp, leading provider of omnichannel identity resolution, to launch its new measurement solution to support brands in tracking the success of their campaigns.
Known as Offline Sales Impact (OSI), the tool will enable brands to measure the impact of their campaigns on offline sales, in a privacy-friendly manner, by matching Snapchat users with one of the UK’s largest supermarket loyalty schemes to measure the sales uplift achieved following a campaign.
The OSI is being seen as a plausible solution to measure ROI in terms of incremental sales.
“Adding the Offline Sales Impact solution adds another dimension to the way we can help brands evaluate their impact on Snapchat,” said Andy Pang, Snap Inc’s International head of measurement.
“We’ve always known Snapchat has a differentiated audience, and with OSI we can clearly demonstrate how Snapchat introduces new customers and value to a brand.”
The partnership follows a successful beta trial on a number of test campaigns and a broad range of products achieving an on the average uplift of 4%. These beta trials included Oreo & Cadbury Countlines and other CPG brands.
“We are delighted to be partnering with Snapchat on this innovative measurement solution,” said Richard Forster, UK MD at LiveLamp.
“LiveRamp empowers brands to run people-based marketing campaigns at scale, and this solution gives them the granular detail they need to measure the true effectiveness of Snap as an integral platform in their marketing stack.”